Greener Journal of Business and Management Studies Vol. 5 (1), pp. 031-036, March 2015
Marketing Warfare in the Hospitality Industry: A Case Study of Selected Hotels in Harare, Zimbabwe
*1Chikosha Felix and 2Chiunye Tonderai Maximilian
1Department of Business Management, Zimbabwe Open University, 209 Hay Road Bindura, Zimbabwe.
2Department of Business Management, Zimbabwe Open University, 209 Hay Road Bindura, Zimbabwe.
*Corresponding Author’s Email: frixch @hotmail. com
The study investigated on the competitive rivalry amongst selected hotels in Harare with a broad aim of determining their competitive profiles. A company’ competitive profile can be market leader, market challenger, market follower or market nicher. Four major hotel groups in Harare were taken for the study and these are; Meikles, Rainbow Towers, African Sun and Cresta Hospitality. African Sun is represented by its flagship hotels: Holiday Inn and Crown Plaza whereas Cresta has Cresta Jameson and Cresta Jameson. A mixed research design methodology was used; the quantitative and qualitative the research approaches. For the quantitative research a total of 25 hotel guests were taken per each hotel to measure satisfaction with hotel services. The data was collected through questionnaires with structured questions. Documentary evidence was used for the qualitative approach. Information on market share, profitability, average room rates and room occupancy was sought from published sources. The study revealed that African Sun is the leading firm with a market share of 35%.The market challenger turned out to be Rainbow Towers whilst Cresta Jameson assumed the market follower status. Meikles stood out to be a market nicher.
Key Words: Marketing Warfare, Competitive profile, Hospitality Industry.
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